Following the success of our first session, we were thrilled to welcome everyone back for our second Feefo Masterclass. Hosted by our own Vicki Daruvalla (Director of Customer Success) and Ottilie Price (Senior Product Manager), this session tackled a crucial topic for any business looking to grow: How to display feedback that converts.
If you missed the live session, don’t panic! We’ve gathered the biggest talking points, the most valuable insights, and our favourite moments right here.
Here is what we learned and loved from Masterclass #2.
The undeniable power of "Social Proof"
We started by revisiting why we display reviews in the first place. It isn’t just about vanity metrics; it’s about reducing purchase anxiety. Vicki highlighted some incredible stats, including the fact that 91% of consumers read reviews before buying and that products with reviews convert 270% higher than those without.
Beyond conversions, fresh user-generated content is a goldmine for SEO, helping you stand out in search results with those all-important star ratings and rich snippets.
A masterclass in marketing from CV Villas
One of the standout moments of the session was hearing from Hannah Marshall, Marketing Manager at CV Villas.
Hannah showed us that displaying feedback goes way beyond just a widget on a homepage. At CV Villas, service is at the heart of what they do, and they use customer voice to prove it. We loved how they integrate Feefo ratings into:
- TV Adverts: Visually and in voice-overs to establish immediate trust.
- Social Media: Retargeting campaigns that offer an authentic view of their service.
- Direct Mail: Highlighting specific mentions of sales teams to emphasize personal service.
As Hannah put it, guest reviews explain the experience better than any marketing tagline ever could.
Accessible trust with Widgets 2.0
We are committed to making sure trust is accessible to everyone. Ottilie took us through our new Widgets 2.0, which have been redesigned with a mobile-first approach and strict adherence to accessibility standards.
We learned about the importance of the WCAG (Web Content Accessibility Guidelines) and how our new widgets feature high-contrast designs (black stars on yellow squares) and keyboard navigation focus states. It’s a great reminder that your social proof needs to be readable and usable by every single visitor to your site.
UGC: The new currency of trust
Ottilie then introduced our latest product: Feefo Social.
With the global user-generated content (UGC) market projected to reach $32.6 billion by 2030, it’s clear that customers trust "real" content over polished brand advertising. Feefo Social allows brands to collect, curate, and display authentic content—like photo and video reviews—from customers and creators.
The best part? It makes that content shoppable, closing the loop between inspiration and purchase.
Want to see a demo of Feefo Social for enhanced display?
Speak with our team today to see Feefo Social in action.
Navigating the DMCC Act
Finally, we got serious about compliance. With the Digital Markets, Competition, and Consumer (DMCC) Act coming into play, transparency is more important than ever.
Vicki walked us through the new regulations, which ban practices like fake reviews and hidden incentives. The key takeaway here is that businesses must clearly label how reviews are collected.
Feefo is ahead of the curve here, offering DMCC-compliant labels like "Product Tester," "Incentivised," and "Verified" to keep your brand safe and your customers informed.
The Q&A: Your questions answered
We wrapped up with a lively Q&A session covering everything from AI search results to location filtering. One great question was about how Feefo impacts AI tools like ChatGPT. The answer? Because Feefo is a Google Partner, our reviews are crawlable, meaning the more reviews you have, the more likely you are to be recommended by AI search tools!
Missed the session?
You can watch the full recording and download our comprehensive guide on displaying feedback to get all the details.
You can also catch up on our previous session, “How to collect the feedback that matters”.
